Meghan Markle Unveils New Lifestyle Brand, As Ever, with Heartwarming Family Moments
Meghan Markle, the Duchess of Sussex, is officially launching her new lifestyle brand, As Ever, marking an exciting chapter in her entrepreneurial journey. The brand, which was previously known as American Riviera Orchard, has been rebranded to reflect Meghan’s broader vision of creating a holistic lifestyle experience. In an Instagram video shared on February 17, 2025, Meghan announced the name change and gave fans a sneak peek into what As Ever will offer. The brand, she explained, is an extension of her love for food, gardening, entertaining, and finding joy in everyday moments—a theme that aligns with her earlier ventures, such as her blog The Tig.
Central to the launch is a heartwarming photo of Meghan running in an open field with her daughter, Lilibet, who will turn 4 in June. This image, which is currently featured on the As Ever website, captures the essence of family and joy that Meghan hopes to inspire through her brand. The website invites visitors to “save your seat at the table” by subscribing to stay updated on the brand’s progress. While the launch date for As Ever products has not yet been revealed, the anticipation is building among fans and followers of the Duchess.
A Name Change That Reflects a Broader Vision
The decision to change the brand’s name from American Riviera Orchard to As Ever was not taken lightly. Meghan explained that the previous name, which was a nod to Santa Barbara, California, where she and her family reside, felt limiting. “It limited me to things that were just manufactured and grown in this area,” she shared. The name As Ever holds a deeper personal significance for Meghan, symbolizing continuity and timelessness. “‘As ever’ means ‘as it’s always been’ or some even say ‘in the same way as always,’” she wrote on Instagram, reflecting on how the brand is a natural evolution of her passions and values.
The name change also coincides with an exciting partnership. Netflix, which is set to premiere Meghan’s upcoming lifestyle show, With Love, Meghan, on March 4, has joined forces with As Ever. This collaboration is a testament to Meghan’s ability to blend her personal and professional passions into a cohesive brand. In the Instagram video, Meghan revealed that she had secured the name As Ever as early as 2022 but waited for the right moment to unveil it. With the brand’s launch and the show’s premiere on the horizon, the timing couldn’t be more perfect.
A Glimpse into Meghan’s World: Family, Lifestyle, and Netflix Partnership
Meghan’s Instagram video offered fans a rare glimpse into her personal and professional life. In the video, Prince Harry makes a brief offscreen appearance, playfully handing Meghan the phone as he reminds her that it’s recording. The lighthearted moment captures the couple’s down-to-earth dynamic and sets the tone for the brand’s approachable, relatable vibe. Dressed in jeans and a white button-down shirt, Meghan exudes warmth and authenticity as she shares her vision for As Ever.
The upcoming Netflix show, With Love, Meghan, promises to delve deeper into the Duchess’s world, blending practical tips with candid conversations. A trailer released in January showcased Meghan baking, arranging flowers, and sharing moments with friends like Mindy Kaling and Roy Choi. The show, which was initially set to premiere in January, was delayed due to the wildfires in Southern California, but fans are eagerly awaiting its March 4 debut. Meghan’s partnership with Netflix extends beyond the show, as the streaming giant is now a key partner in her As Ever brand. This collaboration underscores Meghan’s ability to merge her creative ventures into a unified vision.
Family Life and the Royal Connection
Meghan and Harry, who stepped back from their royal duties in 2020, have built a life in California with their two children, Archie, 5, and Lilibet, 4. The couple’s decision to leave the British royal family was, in part, driven by their desire to create a more private and flexible life for their family. Lilibet, who was born in Santa Barbara in 2021, holds a special place in royal history as the first senior royal baby born in the U.S. and the first great-grandchild of the late Queen Elizabeth II to be born outside the U.K.
Despite their distance from the royal family, Meghan and Harry continue to navigate their roles as parents and public figures with grace. The photo of Meghan and Lilibet on the As Ever website is a touching reminder of the importance of family in Meghan’s life. It also highlights her commitment to creating a brand that celebrates the beauty of everyday moments and the joy of nurturing loved ones.
The Vision for As Ever and What’s Next
At its core, As Ever is more than just a lifestyle brand—it’s a reflection of Meghan’s values and passions. The brand aims to inspire people to slow down, appreciate the little things, and cultivate meaningful connections. Whether through its products, partnerships, or content, As Ever promises to bring Meghan’s warm and inclusive energy to a global audience.
As fans await the official launch of As Ever and the premiere of With Love, Meghan, there’s no doubt that this new chapter in Meghan’s life will be filled with exciting possibilities. With her family by her side and her passions at the forefront, the Duchess of Sussex is proving once again that she is a force to be reckoned with—both as a mother and as a entrepreneur.
